by, Group 1 – Jarrett Fisher, Devin Wilson, Nick Boris, Kevin Stoker

Promotion Description

REI usually has Black-Friday Promotions

Promotion Description

Located toward the front of store.

On corner of major cross-section

Huge floor-space with the only ground level “Sale” banner

Promotion Description

Price:

20% off all Thule products

Urgency:

November 21-30

Promotion Description

Competition:

Located behind Thule

Blocked by banner

Promotion Description

Competition:

Weak rebate promotion

Impression is ‘not on sale’

Promotion Strategy

Target Market:

Own a Car

Own Outdoor Gear

Looking to improve the transportation of gear with car

Mass Market

Switchers, Own-loyals, Other-loyals

Promotion Strategy

Communication Objectives:

Owning “Own Loyals”

Switching

-Immediate incentive to buy

Promotion Strategy

Message Strategy:

CFR:

-Own industry

P.O.D+P.O.P:

-Same product type

-Cheaper than competition

“Powers”

Transmission & Locking

-Communicates “Price” effectively

-Low-No Locking power

“Powers”

Transmission & Locking

Stopping Power

-Eye level

-Contrasting Color

-Bold Typeface

-In your walking path

“Powers”

Transmission & Locking

Stopping Power

Persuasive Power

-Stopping power creates persuasion for switchers

-Strong for Own-Loyals to add to their existing products

Suggested Improvement

Show what you could be doing thanks to the discount

Provide a P.O.D. from Yakima that includes, but is not limited to the Pricing discount

Promotion Description

Walgreen’s has a ton of seasonal and everyday promotions…

Promotion Description

Located just above eye level in a sea of orange stickers….

About a third of way down the aisle

Lots of clutter

Promotion Description

Price:

$ 5.99, 3 for $10 or Buy 1 , Get 1 50% off…

Store employee couldn’t tell us….

Urgency:

Expired a month ago

Promotion Description

Competition:

Endless

6 companies dominate, including Revlon, P&G, Unilever

Promotion Strategy

Target Market:

Younger, self-indulgent, instant gratification generation…

Mass Market

Switchers, Other-loyals

Promotion Strategy

Communication Objectives:

Switchers – this is a new product line

Others-loyals

Immediate savings incentives if you had been here a month earlier!

Promotion Strategy

Message Strategy:

CFR – Hair care industry

POD+POP:

Cheaper

Immediate savings

Same basic products as everyone else

“Powers”

Transmission & Locking

Poor in all areas

Packaging matches promotion tag for only one of seven items in the line

Price confusion loses the consumer

“Powers”

Stopping Power

Little if any

Poor match to packaging

Higher than eye level for most

“Powers”

Persuasive Power

Only an instant of notice for 1 item

Consumer hesitant to mix and match lines

Suggested Improvement

Too late to change the packaging…

Provide shelf tags better identifying the entire line

Don’t use expired tags

Utilize target market in promotion